Video: The New Communication Medium

Video is not only growing exponentially, it’s also beginning to trump traditional methods of communication. For example, according to a QUMU press release, “video is today’s document.” And as Jim Lundy, CEO of Aragon Research states, “video is the new document.”

But apparently, documents are not the only communication medium video is trumping. Video is also becoming the “new phone call.”

When a new American President is first elected, it is customary for world leaders to call and offer their congratulations via telephone. Interestingly enough, when President-Elect Donald Trump was recently elected, Israeli Prime Minister Benjamin Netanyahu sent a congratulatory message as one might expect. But this time, he sent the congratulatory message via video (see YouTube video).

The Israeli leader’s video conveyed congratulatory words and tone similar to what a telephone medium could convey (“tele” meaning at a distance). Yet with video, the message goes beyond just words and tone. In just 45 seconds, we see and perceive the leader’s persona and personality, energy level, eye contact, expectations for working together, nonverbal body language, sincerity, and more. And by leveraging video to communicate this message, it can now be accessible worldwide, guaranteeing re-play capability and archiving for future generations.

This is a fascinating trend, and one that we can expect to see more and more. With accessible high quality video equipment and worldwide video distribution systems in place, video is becoming accessible to all, and not just world leaders.

In addition to congratulatory messages, we see video application growing in the field of education, employee on boarding, corporate YouTube channels, live event streaming, and talent development.

What other ways do you predict video will be used to communicate?

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